Following a brief to redefine the role of a leading dating platform, we partnered with a progressive player in the category to move the brand beyond a narrow perception of sexual experimentation towards a broader, more meaningful space. We designed a fast, multi-phase sprint combining cultural analysis, existing knowledge, and fresh qualitative research across two core markets. Rather than focusing purely on dating behaviours, we explored how people use relationships as a way to understand themselves: testing boundaries, shaping identity and navigating evolving definitions of intimacy. Through in-depth and paired interviews, we uncovered the emotional drivers, tensions and contradictions shaping modern connection, from the gap between how platforms are perceived and how exploration actually unfolds in real life, to the growing fluidity of identity, labels and relationship norms. Working collaboratively with the client team, we translated these insights into a clear strategic narrative, connecting cultural shifts, category dynamics, audience needs and brand opportunity. This formed the foundation for a new platform, designed not just to reposition the brand, but to guide how it shows up across product, partnerships and communication. The result is a culturally grounded brand platform that will inspire comminication and brand activity in the years to come

Following a brief to make online safety tangible for a new generation, we partnered with a leading telecom and their creative agency to uncover where the digital world quietly breaks down in everyday life. Rather than starting from macro narratives around safety, misinformation and screen time, we focused on the small, often overlooked moments where things actually start to feel off: the message that lingers, the algorithm that pulls you in, the interaction that doesn’t feel quite right. We designed a month-long digital diary with young people across the Netherlands, capturing these frictions in real time through the platforms where they naturally exist. Instead of retrospective answers, participants shared screenshots, voice notes and in-the-moment reflections, allowing us to build a raw, unfiltered picture of their digital lives. From this, we mapped recurring patterns, emotional triggers and behavioural tensions, translating micro-moments into clear friction territories and strategic themes. Crucially, this moved the conversation away from abstract trends towards something far more tangible, human and actionable to make great advertisement around.

Following a large-scale study among young people in major Dutch cities, we partnered with a leading bank to translate cultural insight into concrete leadership action. We designed hands-on workshops with senior leadership to operationalise our findings across product, brand, and communication. We identified where current products fall short of young people’s lived realities, and defined clear principles for how they should evolve. We also built a sharper communication framework: what isn’t working today, how the brand should show up, and a tone of voice grounded in honesty and relatability. Finally, we developed an “attract, engage, delight” framework, outlining where and how to connect with this audience in a way that feels culturally relevant. The result is a clear, actionable roadmap, turning insight into decisions, and helping the bank build a more meaningful role in the lives of urban youth.

We partnered with a global technology organisation to explore a growing blind spot: as AI becomes more embedded in everyday life, the way we understand people is increasingly reduced to data, prompts and outputs. In response, we built a more holistic view of behaviour, combining expert perspectives, cultural analysis and real-world observation to understand how people are actually living with AI, not just how they describe it. Rather than focusing only on behaviour, we looked at how people are interpreting, adapting to and, at times, resisting these systems as they become part of everyday life. What became clear is that as systems become more intelligent, the challenge isn’t just keeping up with behaviour, but holding onto a deeper understanding of the human experience in all its complexity, contradiction and nuance

We've partnered with a global footwear retailer to build an ongoing youth community: a network of 50 young people across three European markets that we engage monthly via WhatsApp. This always-on setup allows us to test campaigns, brand ideas and cultural signals in real time, via a platform people use anyway, creating an ongoing relationship with consumers and giving the brand a constant pulse on youth culture in a way that is cost-efficient, fluid and fast.

We partnered with a global beer brand to explore the role of football rituals in people’s lives in Germany and Belgium, in the lead-up to the World Cup. Through in-depth interviews, we unpacked moments of togetherness, matchday routines, drinking behaviours and emotional build-up, revealing how football occasions act as social glue, shaping connection, identity and celebration far beyond the 90 minutes on screen.

We partnered with a global dairy brand to decode the cultural forces reshaping the dairy category worldwide: from gut health and functional protein to protection, nostalgia and economic pressure. To ensure the insights travelled beyond slides, we created curated trend boxes featuring real-world products alongside a beautifully designed printed report, turning strategy into something leadership could physically experience and rally behind.

We worked with a global activewear brand to understand how community expectations are evolving across APAC and how leadership can be maintained in an increasingly crowded landscape. Through multi-market cultural research in Thailand, Korea, Australia, Hong Kong and Japan we looked at grassroots communities, creators, and local rituals, and we mapped emerging formats and signals shaping participation today. The work informed a clearer, more locally fluent approach to community strategy across the region.

We partnered with a global retailer to understand how Gen Z sneaker culture is evolving across cities and scenes, and how an ageing segmentation could be made more relevant and actionable. Through multi-city cultural research across Italy, France, and the UK interviewing 78 young people - combining home visits with retail shopalongs - we revealed how identity, community, and local context shape choice, perception, and segmentation at a local level. The work delivered clearer audience understanding and market-specific direction for showing up more credibly in youth culture across nine cities.

We worked with a major Dutch financial institution to understand how urban Gen Z audiences experience money, pressure, and everyday life. Through 25 in-home ethnography sessions, social analytics, and a panel discussion on the big reveal day, we captured the financial realities of young people in all the major Dutch cities. The work informed strategic direction on how a legacy institution can build emotional relevance and cultural connection with a young urban generation.

We partnered with a Dutch media organisation to examine how different media diets shape emotion, perspective, and sense-making of the world. Through a live behavioural experiment and longitudinal observation, we revealed the contrasting emotional impact of social versus traditional news consumption. The work culminated in a broadcast-quality film, now used for industry events and thought leadership.

We worked with a global footwear retailer to explore how a culturally iconic sneaker could evolve without losing what makes it matter. Through deep, multi-city cultural work in Paris, Milan and London, we unpacked how relevance is built, protected, and extended within local youth culture. The work provided strategic direction on how to broaden appeal responsibly, enabling future growth while safeguarding the franchise's cultural credibility.

We worked with a global dairy organisation to sharpen how long-term cultural and societal change informs the dairy choices of the future. By reframing and simplifying an existing trends system, working with global EMEA experts and interviewing 40 consumers, we created a clearer line from external shifts to brand and commercial decisions in the future. The work helped teams move from abstract trend awareness to shared direction, stronger organisation prioritisation, and more confident action towards the future.

We worked with a global dairy organisation to reimagine an internal communication platform as something more editorial, engaging, and culturally alive. Through close collaboration with internal teams, we developed a flexible design and content framework that could evolve month by month. The result was a clearer, more inspiring way to share insight and direction, turning routine updates into something people actually wanted to read.

We partnered with a European theme park to explore how different audiences experience the park in real life. Through in-park ethnography, filmed walk-throughs, and live observation, we captured how moments, environments, and interactions shape overall park perception and choice during the visit. The work informed a new audience strategy on experience design and communication and left the team with a beautiful film that brought it all to life.